LECTURER:

MS. BUI THI HANH

THAO

PREPARED BY:
TRAN THI PHUONG
ANH LUU THI CAM TAM
NGUYEN TRONG
TUYEN VU DUC THANG
LE MINH
CAO HOANG ANH
TABLE OF CONTENTS
Introductio
n 1.1

1
Company 1.2
Objectives 1.3
Products
2.1 Analysis of Promotional Program Situation

2.1.1 Internal Analysis

2.1.2 External Analysis
2.1.3 Agency evaluation and selection Review of previous
program results

2.2 External analysis

2.2.1 Consumer behavior analysis

2.2.2 Market segmentation and target marketing
Market positioning.

3 Analysis of Promotional Program Situation

3.1 Analyze receiver’s response processes

3.2 Establish communication goals and objectives
3.3 Analyze source, message, channel factors.
Develop Integrated Marketing Communications

Program
4 4.1 Advertising

4.2 Direct marketing

4.3 Digital/Internet marketing
 4.4 Public Relations/Public City
4.5 Sale Promotion

Budget Determination

5.1 Set tentative marketing communications budget

tentative budget
5 5.2 Allocate

Evaluate promotional program

results/effectiveness
6
Conclusion

7
1.INTRODUCTION
According to Nestlé Story (2021), Nestlé S.A
was founded in 1866 by Henri Nestlé in
Switzerland. Nestlé is the biggest food and
refreshment organization on the planet.
Nestlé has in excess of 2000 brands going
1.1 NESTLÉ from global icons to local favorites, and are
available in 186 nations around the world.
According to the 2018 TCN, Nestle was
ranked 11th in the FT Global 500 2014 with Milo was invented by Australian inventor
a market capitalization of $240 billion. This Thomas Mayne in 1934, and manufactured
is why Nestle is considered as one of the by Nestlé. (K. Tran, 2018)
powerful FMCG companies globally. In 1994, Nestlé MILO powdered products
first reached Vietnamese children through
Nestlé Vietnam an import and distribution system. In 1997,
According to VNR500 in 2021, Nestlé Vietnam the first powdered MILO product was
Co., Ltd was established in 1995, is a 100% produced at Nestlé Dong Nai factory. Since
foreign-invested company, directly under then, "made in Vietnam" powdered MILO
Nestlé S.A. Currently, Nestlé Vietnam is jars have officially appeared in many
operating 06 factories producing food Vietnamese families. Up to now, MILO
products, product lines are manufactured at 3 Nestlé
beverages and mineral water in Vietnam. factories in Vietnam, including Nestlé Dong

NESTLÉ Nai factory, Nestlé Binh An factory (Dong

Nai) and Nestlé Bong Sen factory (Hung

MILO Yen). (Doanh nhan doi song, 2019)

VIETNAM
1.2 OBEJECTIVES

"Unlocking the power of food to enhance

qualities of life for everyone, today and for
generations to come. "
According to Nestlé (2021), Good food, good life
that is what they stand for. They have
confidence in the power of food to enhance
lives. Good food supports and pleasures the
faculties. It assists youngsters with developing
health, pets flourish, parents age charmingly
and everybody has the fullest life. Good food
unites us. Good food additionally regards our
planet and ensures assets for people in the
future.
Milo Vietnam's goal is towards comprehensive
physical development, as a foundation for future
 success, Nestlé MILO constantly strives to build
a sustainable sport. Milo builds many active
lifestyle movements through sports. With the
goal of creating motivation for young people to
become small champions every day with positive
impacts from sports.

04

1.3 PRODUCTS

Nestle has over 2,000 brands, ranging from global icons to locally beloved
products (Nestle, 2021). In Vietnam, Nestle currently has famous brands of
beverage, food, coffee, confectionery; such as: Milo, Maggi, Nescafe, Nescafe,
laVie,...

Nestle Milo is currently one of the most popular dairy products in Vietnam.
Nestlé MILO® barley drink is the perfect combination of the unique delicious
taste of cocoa and a natural source of protein and nutrients from milk, whole
wheat germ and vitamins and minerals. Bringing the full benefits of Milk, Nestlé
MILO® with ACTIV-GO Compound Outreach is a unique combination of
Protomalt® specially extracted from barley germ and a complex of essential
vitamins and minerals, contributing to It plays an important role in releasing
energy, strengthening muscle and bone function, and actively supporting
children's physical and intellectual activities.The target customer of Milo
 Vietnam is children from 6- 12 years old. (Nestle, 2021)
Each cup of MILO® has the natural goodness of malted barley, milk, cocoa,
vitamins and minerals, and less than 1 teaspoon of added sugars per 100ml. All
these nutritious goodness gives you energy to start the day right! (Nestle, 2021)

According to Marketing AI (2021), Milo's products have high technology, are patented,
and are distributed directly to consumers by manufacturers. In addition to always
trying to do everything to build trust and love from customers, Milo always strives to
lead or follow the consumer trend of the market, constantly researching and learning
to create and meet product needs.
Milo brand develops many dairy products such as instant milk, powdered milk,
candies, ice cream.. all named Milo and taste similar. This helps businesses provide
customers with more options, such as convenience and speed.

2.Analysis of Promotional
Program Situation
Promotional/ Marketing Department organization

2.1.1 Nestle board of directors:

Mr. Nadikerianda Vikram Belliappa

Procurement Head
Mr. Hung Quang Khuat-Head of
Corporate Affairs
Ms. Yen Hoang Thi Le -Communication &
Marketing Support Director
Mr. Suan Win Lee-Supply Chain Director
Ms. Ninh Cam Thi Nguyen-Head of Legal
(Nestle Vietnam Co., Ltd., 2021)

2.1.2 The firm’s ability to implement the

promotional program:

1. The distribution channels:

Established over 150 years ago, Nestlé is

the world’s largest, most diversified food
and
beverages company. They have a unique
global footprint and sell our products in186
countries worldwide (Nestle Vietnam Co.,
Ltd., 2021), in Viet Nam, Nestle has 6
factories, 2812
employees and more than 24,000 small
business partners, Nestle product likes
Milo, Maggie, coffee can be seen
everywhere in
Viet Nam (Netsle 2021)
2. Mass promotional media:
 Nestle carries their promotional effort
through traditional mass media such as
television, radio, newspaper and etc. With
the increasing fragmentation of traditional
mass media choices, Nestle also sending
their
advertisements to consumers in many new
and innovative ways, such as with interactive
video technology located in departmental
stores and supermarkets and through
Internet Web. Besides the promotion or
communication above, Nestle is also using
another form of advertising such as non
media communication or advertising. Some
of the ways that Nestle have done are by
participating exhibitions, sponsorship
activities, public relations and sales
promotion such as giving freebies with good,
or reduced price offers on Milo product.
Those are the tools that used by Nestle to
persuade customer and build customer
relationship with their product. With mass
promotional media, it will be easy to
implement the program worldwide.

2.1.3 Agency evaluation and selection and Review of

previous program results
Strengths:
- Strong Brand Equity (Reputation):
Nestlé
has been named one of the top ten
most
reputable companies in the world in
the
annual ‘Global RepTrak™ 100’ study.
Nestle is a brand with a big presence
and
distinct brand identity is one of the most
expensive brands with the highest brand
equity. “Consumers trust, admire, and are
willing to support Nestlé because the
company is seen to deliver on
expectations within all seven dimensions
of reputation; from high-quality products
to fair business practices, good social
responsibility, and strong financial
results,” said Kasper Ulf Nielsen,
Executive Partner at Reputation Institute.
- Strong geographical advantage: Holding
Company - Nestle has a wide range of
products sold in 186 countries
(according to Nestlé 2020 annual
report), and has achieved great sales in
some countries, including Vietnam.
- Corporate Social Responsibility: Nestlé
Milo created lots of shared value for the
community.

During the past 25 years, Milo Vietnam has supplied more than 10.5 billion glasses of Milo
milk. Milo Vietnam also supports and facilitates 2.5 million children across the country to
access sports activities sponsored or organized by Milo (Ali Abbas, 2019).
In terms of supporting the development of nutrition in Vietnam, Milo has done two things.
One is a cooperation program with the Ministry of Education and Training and the General
Department of Physical Education and Sports in 2016. The Vietnam Dynamic Program aims
to encourage an active lifestyle and regular practice of sports in the community, especially
young people. children between 6-17 years old. The second is a program in collaboration
with the Vietnam National Institute of Nutrition from 2015 to 2017, with the aim of
educating and providing information to mothers on micronutrient supplementation for their
children. We have organized many nutrition seminars in 32 provinces, to arouse the interest
of parents on this topic.
-Wide-spread promotion and advertisement: Milo goods are promoted in a variety of
methods in many nations, which has aided in the company's tremendous development. As
a result, its products are extensively available in all markets. Ads and sales promotions on
their website, along with high-quality items, have ensured that customers get their money's
worth.

Weaknesses:
- Lack of diverse flavors: Milo only launched a chocolate flavor product line without other
options for consumers. Milo goods need to improve their flavor diversity if they are to
compete with their competitors.
- Packaging: Tin design and labeling are two areas that have had a significant impact
on customer demand. To get a competitive edge, they must enhance their
packaging. bit of body text
Opportunities:
- Innovative technology: Nestle made an effort of 1.6 billion Swiss francs invested in R&D
annually (Nestle 2020 Annual Review). Nestle Milo is also looking at creating tailored
nutritious goods for individuals as well as groups of people based on age, gender, or
certain health issues. In addition, the Nestle Milo worldwide R&D network and Institute
of Packaging Sciences are creating refillable or reusable solutions, simpler packaging,
high-performance barrier papers, and biodegradable or compostable packaging
materials to solve the issue of packaging waste.

- Needs of health problems and fitness are increasing: Nestlé sets high and very strict
standards for food safety. At the same time, the innovative nutritional formula Activ-Go - an
exclusive barley drink from Milo, contains 7 different vitamins and minerals, providing the
most necessary nutrients for children (Nestle R&D 2020). This formula also adds a large
amount of iron, while Vietnamese children are prone to iron deficiency due to the increased
need for exercise. Nestlé's opportunity is to be able to bring this exclusive nutritional
formula to Vietnam, to provide the complete nutrition needed for children during
development. - Higher chances of sponsorship: Nestle - Milo often appears as a sponsor of
sports programs and tournaments, especially for teenagers. This helps to increase brand
awareness and build a better image in the minds of potential customers. Example: Nestlé
MILO is the 30th SEA Games Gold Sponsor, exclusive sponsor for MILO KIDS Runs, exclusive
sponsor for National Phu Dong Sports Game, etc
- Milo Vietnam is quite special, perhaps because of its fast growth rate compared to other
countries in the same region where Milo is present. But the growth potential here is still
huge. Vietnam currently has a total of 24 million households and Milo has only accessed
half of this number. With both fast growth and strong development potential, Milo Vietnam
really makes a difference compared to other countries in the region (Ali Abbas, 2019).
Threats:
- Fierce competition against similar products: Many existing and new
brands share the same idea as Milo (B’Fast, Ovaltine, Vietngucoc, Nutri
Milk, etc)
- Sectoral woes: increased prices of raw material, packaging, and
manufacturing costs, fuel prices in the COVID-19 pandemic.
- Substitute Products threaten: There are more and more new nutritional
and beverage products on the market (Vfresh Smoothie Up, Lif Kun,
Interbos Gotz, etc)

A successful previous program of Milo: “ Dynamic Vietnam“

In 2018, Nestlé Milo was honored to receive a prestigious award at the
Effie Awards in Singapore for the advertising campaign "Dynamic Vietnam"
under the project: "Overall development of physical strength and stature
of Vietnamese people in the period of time. 2011 – 2030” by the
government. Thus, Milo has become the first brand in the food and
beverage industry from Vietnam to receive this award.

- Brilliant message in Milo’s advertising campaign

The key message for the "Dynamic Vietnam" program mainly encourages
mothers to actively engage their children in more physical activities.
However, this idea is taken from the very indifferent attitude in balancing
physical training for children and the traditional concept of education in
Vietnam.
- Who did media coverage for the campaign?
After launching the TVC "True Champion" attracting the attention of many
viewers, especially the feedback from Vietnamese mothers, Nestlé Milo
continues to reach a wider audience through the voice of the community.
of several KOLs. It is director Tran Luc with the story "Bom does the math
and plays football", actor Manh Truong takes his children to school and
confides in sharing clips, or as simple as VJ Thuy Minh speaking out about
the paradoxical story " how much does it weigh" only in Vietnam.
 Add a little bit of
body text
- Media Channels
The two TVCs "True Champion" and "Thank You, Mom" in the campaign are integrated
with a variety of communication tools including TVC, popular social networks in
Vietnam (Youtube and Facebook), in addition to having enthusiastic support of many
KOLs brings great viral effect.

-Result
After its launch, Milo's
advertising campaign has
reached 25 million views,
attracting 3,057,757 children
to
participate in sports activities
within the framework of the
"Dynamic Vietnam" program.
In
particular, 181,099 parents
pledged to join Nestlé Milo in
building a healthier and more
dynamic Vietnamese future
(Dynamic Vietnam Milo
Thank you, Mom video)
 2.2.1 Consumer behavior analysis
Geographical Segmentation
Region
Generally, people prefer to drink Milo throughout the year. But Nestle can segment
the market on the basis of the season. Consumption of cold Milo down during the
rainy season because people prefer to have a hot Milo. In hot regions consumption
patterns have not changed much.
City
Milo consumption more in the cities than in the villages due to various factors
such as income and education levels. Nestle should more focus on making it
available in the Milo where people all willing and able to buy.

Demographic Segmentation:
-Age
Nestle can easily target different age groups.
The most important of these groups are
children and the elderly. The kids can
introduceMilo with additional nutrients such
as vitamins and minerals. For older people, it
already has clinical nutrition. It just needs to
get the product known among these people.
-Gender
It will be very beneficial for women because
they usually target shop for their families. If
they believe that Milo would be good for their
families, they will buy it.
-Income and employment
People will buy Milo when they have sufficient
monetary resources. Nestle should target
those in higher-income groups. People with
blue-collar jobs can be targeted by saying that
Milo will help them in their daily routines. Life
cycle stages can also be important for families
with young kids who will want to buy Milo.
Psychographic segmentation
-Social class and lifestyle
 People belonging to the higher social classes
tend to spend more on luxury than those in the
lower classes. Such people can be easily
targeted because they are very health
conscious. Nestle can encourage people to buy
Milo who lacks rich foods.
-Personality
And outdoorsy people who are involved in
sport can also be targeted by tagging the
brand with a sports celebrity.
-Behavioral
MILO is a brand that is famous for delicious and
nutritious beverage products enjoyed by families
from generation to generation, with a definite
chocolate flavor. Favors drunk warm or cold with
milk chocolate contains healthy for the body.
And that definitely favored so many people in
many countries including Indonesia.

2.2.2.1. Market Sociological

segmentation criteria
0-6

characteristicsAge 6-14 >14

Age Characteristics

For children under 1 year of age, usually they will use mother's milk, or
some canned breast milk because children at this age need to provide a
 certain amount of nutrition in addition to work. The types of milk used
should be
0-6 diseases such as allergies, intestinal
infections.

Milk is an indispensable food at this age.

This is the most important developmental
age of children, children at this age have
the most development needs in terms of
height and intelligence, besides this is the
age when children start school and have
many activities. Therefore, besides
6-14 >14 providing substances to develop height
and intelligence, it must provide enough
energy for children to develop in the most
comprehensive way. Therefore, children
at this age should use milk with many
components of calcium, iron, vitamin C,
folate,etc

suitable for the child's digestive system •

Confronting children 1-5 years old: This is
This is the time when parents should
the time when children are 32 but also
provide nutrients from meals and foods to
need a daily amount of milk to provide
children. The combination with milk is also
anti-bacterial substances because The
one of the good methods to help children
digestive system at this age is not really
develop comprehensively and healthy
good, it needs to provide anti-infective
substances to protect the body from
2.2.2.2. Target marketing

Through different criteria as above, we can clearly see that the target market of Milo
milk product of Nestle Vietnam company wants to target which is families with children
aged 6- 14 years old. As society is developing and people's living standards are gradually
increasing, the supply of milk and nutrients for children is an indispensable thing for
parents. For parents, children are always put first and milk products are becoming more
and more diverse in terms of products and prices. So in fact, there are many parents
who can provide enough milk for their children while the family's income is only about a
little or an average. So Milo targets customers in all areas (urban, rural). Besides,
according to the statistics of gopfp.gov.vn, children aged 6-14 make up about 16.7% of
the country's population. Therefore, this age is the potential market for Milo milk
products.
3. Analysis of Promotional Program Situation

3.1 Analyze receiver’s response processes

- Collecting response information from customers is considered an excellent way which

can help firms to identify both strengths and weaknesses of a product or service. So
that in order to improve the company in a beneficial way. Response information
received, can help companies build training programs and strategies for the
development of the product in the future better.

- Nestle is well known for being a successful company in F&B fields, especially thanks to
Milo, its core brand through lots of communication and marketing activities. According
to a statistic about brand awareness and spending patterns for kids aged 6-14 and their
parents in Vietnam, Milo is recognized as one of the most kids’ brands across the region
are ‘everyday consumables by 93% at the first place in the chart (Top 25 Brands for
Kids in Asia Led by Milo, KFC, Adidas, and Apple says Brand Awareness Study,
2017). In order to achieve success at the present, they never stop attempting to listen to
customer’s responses so as to plan suitable strategies for communication which is
considered an influential factor for kids to favor a brand.

- To be able to learn more about how they can understand customers so well, we
will mention the response processes of consumers with Milo through the AIDA
model that stands for attention, interest, desire, and action.
Stages AIDA Strategies & Tactics

- They made creative TVC products that attracted

remarkable attention from the community about the
importance of sport; which was released on common
such as Phu Dong Health meaningful videos which
Cognitive stage Club Football tournament, describe the effort to win
Attention
Ho Chi Minh City Student against yourself not only in
social networkings
Basketball, Vovinam, City study but also in sports spirit
(Facebook & Youtube) and
Student Swimming, Energy and using the characters
Popular channels.
Summer Camp,... who are the target audience
- Dynamic Vietnam and a
to influence
series of other programs
- With emotional and
Affective stage Interest Behavioral stage

parents and children.

- Sports programs are organized on a very large scale and are diverse and
new in both form and attractive prizes; which encourages parents to
create favorable conditions. keep children active.

- Through TVC videos, parents also partly agree that children should take
part in physical activities to change the way parents think learning needs
to be through both school knowledge and accumulated life experiences
and motivate them to share their personal stories and contribute ideas
about healthy lifestyle in children with others on social networks.
- Milo stimulated the psychology of parents and community, because they
know that thanks to benefits from sport programs, children can be
healthier and more active and develop comprehensively physically and
mentally. As a result, they will give children into sport training programs of
Nestle’s milo.

- With the aim of not only making customers increase more purchasing
decisions using the product, but also climbing the participation of parents
and children in discussing and interacting with the brand through stories,
getting in sport activities which are organized by Milo.
3.2 Establish communication goals and objectives

Objectives Goals

- Music MV views: min 10 million views after 3

months
- Combined with the singers famous to 50K users use video music to shoot
make video music - tik tok- challenge, (Hire influencers to use music)
which in order to raise health awareness Total views: min 38 million views
for students and their parents, help them Facebook - Nestle Milo
understand the importance of sports and Increase 2000-3000 followers on Fanpage
increase brand loyalty. Average reach from 100000-20000/post:
- Top 5 trending within 1 week 9.83% increase in traffic on Nestle Milo.
Interactions: 30,000 interactions website Sales increase 3.68% in a quarter
Tiktok:

3.3 Analyze source, message, channel factors.

Source: As we can see, Nestle MILO usually uses famous people who had children or
athletes in their marketing campaigns. Furthermore, they also use normal people like
mothers, teenagers in order to strongly spread their strategies. In addition, Milo often
collaborates with organizations such as the Ministry of Education and Training and the
Vietnam General Administration of Sports and Physical Education (NestleMiloVN, 2020) to
hold or sponsor events, contests for teenagers. Hence, Milo had an outstanding marketing
campaign, called ‘’Năng động Việt Nam’’ since they understand that in Vietnam, due to the
social context and specific requirements in education, today's parents do not attach much
importance to the role of sports in helping children develop comprehensively. Most
parents tend to want their children to focus on cultural studies and achieve better
academic results and then they let people see that sports play an important role in the
all-around development of children. Through sports, children not only practice physical
fitness, but also learn many valuable lessons, develop character and positive attitude, and
care about people. Nestle Milo really notices aspects of school and family in order to
launch effective campaigns in a relevant way to their customers.
Message
We can easily recognize that almost all MILO advertisements use high-profile sporting
personalities and are aimed at young people with active lifestyles. Its existence as a 'fortified
tonic' food has become an 'energy food' drink in most cases, especially in break time at
school. In detail, ‘’Năng động Việt Nam’’ campaign had a strong message emphasizing the
importance of sports, especially for children. To become a champ, not only do they study a
lot at school but they also take part in sports activities to develop successfully. By
introducing technicalities with emotion in it, such as ‘’True Champ’’, ‘’Thanks mom’’. By having
a very meaningful message and understanding of the psychological consumer in Vietnam,
Nestle MILO makes their consumers have empathy with MILO advertisements. It is the best
way to convey the message to customers and they really understand it. Nestle MILO has
been successful in increasing its brand awareness, as well as its sales revenue.

Channel
Nestle MILO uses numerous channels to promote its products. Through channels, Milo
brings campaigns that attract more people, easier reach their messages, and gradually
make their customers believe that children will become more active and active when using
Milo. As we can see, Nestle MILO has used television, internet marketing, e-commerce
platforms, support media and publicity, magazines in their strategies. In this section, we are
going to analyze which channels Nestle MILO is using in detail.

Youtube

Figure 2.2.3 Most-used social media platforms

According to Data Reportal (2021), Youtube is the most popular social media platform,
accounting for 92%, Vietnamese people spend 97.6% of their time on social media to
watch videos (Datareportal, 2021). Up to now, channel Nestle MILO Viet Nam on
youtube has surpassed 304000 subscribers

On youtube, Nestle MILO Vietnam uploads their TVC, challenges, and promoting videos.
Total views on this channel have reached over 463,024,972 views. As a result, Using
youtube to promote their product is effective (Evaluation: Good)
Facebook
Figure 2.2.3 shows that 91.7% of people use Facebook. It is the top 2 most-used social media.
At present, the fan page MILO VIỆT NAM has more than 381k likes. They also use Facebook to
upload their TVC, promotion video. Moreover, they also use facebook to post events, FYI,..
Nestle MILO uses Facebook to communicate with their customers through customer’s
stories. The average amount of interaction for each post ranges from 150 to 3000
reactions. Evaluation: Excellent

Television Commercials
Nestle MILO often uses TVC to increase engagement in its marketing strategies. According to
Tec-direct (2020), the appearance of a brand on television may provide credibility. It first
exposes the brand to a far wider audience than internet advertising. All other kinds of
marketing are driven by television advertising. Viewers may be utilizing numerous gadgets
while watching TV, but they are not disconnected from the program (Tecdirect, 2020). The
most recently TVC of Nestle MILO on TV is ‘’CHO BỮA SÁNG ĐỦ - CHỌN MILO BỮA SÁNG
MỚI!’’
 Despite Television can reach a lot of people, the number of the young
generation has tended to decrease since 2016 (VTV, 2017)
Evaluation: Normal

Event, Contest
In 2016, Nestlé MILO cooperated with the Ministry of Education and
Training and the General Department of Physical Education and Sports to
launch the "Nang Dong Viet Nam" program to encourage an active lifestyle
and regular exercise in the community in general and children aged 6-17
in particular. We also cooperate with departments to organize annual
sports competitions for students (Thanhnien, 2019). In detail, ‘’Nang Dong
Viet Nam’’ program continuously implements many sports activities in the
Mekong Delta and continues to inspire Vietnamese children growing up
with sports (Tuoitre, 2020).

The Walking Festival program, jointly organized by Nestlé MILO and the Department of
Education and Training of Can Tho city, took place for the first time in Can Tho city with the
theme "The first step for a dynamic journey", attracting thousands of customers. Thousands
of students and teachers participated. The walking festival is an annual activity under the
‘’Nang Dong Viet Nam’’ program (project 641). Through the event, the company wishes that
the first steps on the running track The Walking Festival are also the first step for children to
build an active lifestyle through sports practice. Moreover, particularly in the Mekong Delta
region, prominently in 2019, Nestlé MILO cooperated with Vinh Long Department of
Education and Training to organize a gymnastics event for 6,000 students from 64 primary
schools in the area. province, encouraging the habit of practicing sports for the children here.
It is estimated that 2.5 million Vietnamese children have access to sports activities organized
or sponsored by the company in the period 1994-2019. This is the company's effort in
fulfilling its commitment to contribute to improving the fitness, stature, and comprehensive
development of Vietnamese children. From 2019, the ‘’Nang Dong Viet Nam’’ program was
officially expanded to the Mekong Delta region, starting with Vinh Long and Can Tho cities
(Tuoitre, 2020)

Evaluation: Excellent

Other
Online newspaper: Normal
OOH advertising: Best

4. Develop Integrated Marketing Communications

Program
4.1 Advertising
Advertising is always around us, even if people are unaware of it (Samson
Ademagba Sambe, 2013). In today's society, advertising uses every relevant medium
to spread its message. This is accomplished through the use of television, the
internet, print (newspapers, magazines, journals, etc.), radio, press, the internet,
direct selling, publicity, and even people (endorsements). In this integrated marketing
communications plan, we will use marketing endorsement and take advantage of
social media such as Tiktok, Youtube, Facebook to implement our program. In detail,
since the COVID-19 situation is hazardous, people spend a lot of time on social
media, especially on Tiktok, Youtube,.. (NewYorkTimes, 2020). We will collaborate
with Đức Phúc and Piggy to make a Music Video about exercises for children when
they stay at home due to the Covid-19 situation. Message’s MV encourages parents to
accompany their children to break down barriers not only to go out but even at
home, they can exercise to stay healthy and develop comprehensively, especially
during the pandemic when it is difficult for us to have physical activities outside
MV will be a song combination of rap and pop music since Pop and Hip-hop/rap are the
most popular genres in recent years (BillboardVn, 2020).
Indeed, we can see the success of ‘’Đi Về Nhà’’ Đen Vâu ft. Justatee is an example
when
they have a meaningful song combining pop and rap, it was an extremely
successful campaign of Honda Vietnam
 (AdvertisingVietnam,
2021)
We choose Đức Phúc and Piggy because both of them are a great influence on Gen Z and
Gen Alpha and they don’t have any scandals. They also have viral songs about school and
students such as ‘’Người ơi người ở đừng về’’ has reached over 28 millions views on Youtube
(Baoquocte, 2020) and “Con thích về nhà lúc 5h’’ hashtag on Tiktik has reached more than
8.9 millions views (Tiktok, 2021).

4.1.1 Youtube video campaign

Thus, when we have a catchy song with meaningful lyrics and talk about Nestle MILO
message because according to Jony Studios (n.d.), the song wants to go viral, it must have
lyrics related to the audience, worthy content (Jonystudio, n.d.). We will upload that MV
on Youtube since
as figures 2.3.1 shows that in Vietnam, Youtube is the most popular social media
platform, accounting for 92%, Vietnamese people spend 97.6% of their time on social
media to watch videos. Furthermore, according to BCG, Generation Z and Millennials
have raised their time spent on social media to 62% (compared to 42% of previous
generations) and 70% have increased their time spent on video streaming (versus 61
percent for older generations). As said before, during a pandemic, that number will soar.

4.1.2 Tik Tok Viral Hashtag

Besides, Tiktok also is an incredibly rising platform, it is growing faster than Youtube,
Facebook, Instagram,..It has over 1.65 billion downloads so far, with new users added in
2019 marking a 13 percent year-on-year increase over the app's 655 million installs in 2018
(Forbes, 2020). Moreover, Tiktok is a platform that users share their short videos 15-60s
about all aspects of their life and millennials and Gen Z have short attention spans due to
having been exposed to numerous advertisements and information online
(Wecreatecontent, 2021). Moreover, according to Datareportal (2021), Vietnamese
people use the internet on average 6h 47m and 2h 21m on social media daily. Hence, we
decided to use both mac-influencers and micro influencers to make a creative dance cover
using the song on Youtube. The video will encourage people to exercise, especially during
the pandemic.

4.1.3 TVC
According to Nielsen (2018) In Vietnam, Gen Z views social media as an essential part of
their lives, so do traditional media forms like Television. Television remains Vietnam’s media
platform. Almost all Vietnamese adults say they watch TV at least weekly, regardless of
demographic category. National VTV stations reach more than nine in 10 adults (91.6%)
every week, far more than any other network. Most of the country’s 64 provinces have their
own government controlled stations, and almost eight in 10 adults (78.9%) say they watch
their provincial channel weekly or more.
Nationwide, 38.0% of Vietnamese television owners say their TV signal comes from a
terrestrial antenna, while 25.1% use a satellite dish and 27.4% have cable TV. Cable service
has grown significantly more common since the 2012-2013 study, while the use of
conventional antennas has fallen somewhat (Usagm.gov, 2013).

So we decided to use traditional advertising on TV. In detail, we will choose VTV7, VTV3 to
advertise since almost all audiences of VTV7 are kids, students (VTV7, 2021), and VTV3 is a
 channel about sports, entertainment (VTV, 2021). In Hanoi and Ho Chi Minh City. In Ho
Chi Minh City, people gather the most to watch television programs at two peak hours, 10
am - 2 pm and 6 pm - 10 pm. On the other hand, audiences in both regions also tend to
watch more on Saturdays and Sundays than on the rest of the week (Vietnamtam, 2016).

Hence, we will focus on advertisement at 18h-22h weekly and the weekend

4.1.4 Billboards
Out-of-Home (OOH) advertising allows advertisers to engage with consumers in ways that
other mediums simply cannot (Exterion Media, n.d.). Thus, we will use transit advertising
and go with Inside Cards. Advertise on digital screens on Hanoi buses, Ho Chi Minh buses,
and trains that offer Nestle MILO video commercials and information about Milo products
and tiktok video dance covers.
Rent a Digital Billboard in Hanoi, Ho Chi Minh City, Hai Phong, or Da Nang. Place them on
heavily trafficked routes. Additionally, digital billboards on towering buildings such as
Landmark 81, Keangnam Hanoi, Lotte Center Hanoi, and Vincom Center can be hired.
Advertisements with the slogan "Ở NHÀ CÙNG MILO, THỂ THAO CHẲNG CẦN PHẢI ĐẮN
ĐO".

4.2 Direct marketing

We choose vending machine to promote our our TVC and Poster.

Vending machines are considered a symbol of a quick and civilized buying and selling
method, bringing convenience to consumers. Almost every crowded place such as
schools, offices, hospitals, commercial centers, tourist areas... are installed and
deployed vending machines to serve the needs of people. The vending machine route
by Japan, which has a ratio of one vending machine for every 23 people (TechAsia
2019).“Vietnam’s cities are just as dense [as Japan’s], if not denser,”(Huan Nguyen CEO
Kootaro). We see an opportunity here. Therefore, deploying advertising on vending
machines will bring an extremely large communication network, helping businesses
spread messages and media images to everywhere (Unique Integrated Outdoor
Advertising)

Newly introduced and widely deployed in the market, the forms of vending quickly
attracted the attention, curiosity and eagerness of many customers and consumers. In
addition, with the form of advertising with decal stickers covering vending machines,
businesses can freely
create images and advertising messages. With a large area and quite eye-catching
visual effects, businesses can create extremely unique and new media publications,
creating highlights to attract people's attention. Advertising costs on vending
machines are also considered extremely reasonable, in line with the budgets of
most businesses today
(Unique Integrated Outdoor Advertising). With this advantage, businesses can
expand the scale of the campaign, helping the communication campaign to reach a
larger number of customers.
We will cooperate with Kootaro LTD. Kootoro currently has numerous vending
machines in Ho Chi Minh City, installed in locations such as universities, malls, and
even in street alleys, and it sees a “healthy” number of transactions each day (Huan
Nguyen, 2019 CEO Kootoro)

-The advertising LCD screen on vending machine

On almost every vending device, LCD screens are installed to display sales information
as well as play ads automatically. Therefore, businesses can choose to deploy
advertising on this LCD screen area in the form of TVCs or photo slides with a duration
from 15 to 30s/spot. Media publications will be broadcast alternately, with extremely
large display frequency, about every 5 minutes. We will run 15s TVC on all the
machines of Kootaro LTD.

-Advertising decal stickers on the whole vending machine body

This is one of the most common forms of advertising on vending machines. With a large
advertising area, businesses can freely bring up the most unexpected and unique ideas
and media images, helping to create brand highlights for viewers. At the same time, the
covering of advertising decals around the vending machine will help the business's
media stand out from afar.
We will apply the poster of this campaign on the vending machines in the park,
supermarket, school, etc. Though due to the pandemic customer need to restrict their
movement to the public area. So that we decide to carry out this marketing way in the
later of the campaign.
4.3 Internet marketing

Advantages of using internet marketing (George & Michael Belch,

2012): User selects product information
User attention and involvement
Interactive relationship
Direct selling potential
Flexible message platform

Social Media Marketing (SMM):

Social media marketing provides companies with a way to engage with existing
customers and reach new ones while allowing them to promote their desired culture,
mission, or tone. (A. Hayes, 2018)

Social media Reason Content

previous generations) and 70% Run ads for MV music:
Youtube have increased their time Collaborate with Kols, who is
Youtube is the top 2 most spent on video streaming the Duc Phuc singer and Liu
visited pages in Vietnam. (versus 61 percent for older Piggy to make a music video
(Similarweb, 2021) According generations). with a dynamic style,
to BCG, Generation Z and Use Bumper ads (six-second, conveying positive energy and
Millennials have raised their non skippable video ads that integrating Milo's message of
time spent on social media to play right before an actual encouraging people to
62% (compared to 42% of video) exercise.
 (Similarweb, 2021)
Facebook Facebook is the top 3 most visited Tiktok is a platform that users
pages in Vietnam. (Similarweb, share their short videos 15- 60s
2021) about all aspects of their life and
As of June 2020, Vietnam has millennials and Gen Z has short
69,280,000 users using the social attention spans due to having
network Facebook, accounting for been exposed to numerous
70.1% of the entire population. advertisements and information
(Vietnamnet, 2020) online (Wecreatecontent, 2021).
Use carousel format & ads that click to
message
Post status with product posters on Fanpage
Sending on group of parents (maybe you 4.3 Internet marketing (E-commerce
platforms):
miss freaking news, mẹ và bé, ...)
Ads type: In-feed video ads & branded
KOLs will post status and images of Milo
hashtag of MIlo.
products on their personal accounts.
Collaborate with hot Tiktokers who have
Create Mini game and Giveaways (Milo
influence in sports,
product)
music... to trend cover dance using our
TikTok TikTok is ranked 3rd in Vietnam in
chorus of songs.
terms of Downloads on both iOS
and Android platforms.

- 2020 witnessed various fluctuations which are affected by the pandemic, especially the
economy. Nevertheless, the E-commerce market is still on the move strongly; Given the fact
that E-commerce has been a bright spot among retail channels during the epidemic
coronavirus, as consumers are turning to online shopping instead of going out of the physical
stores; since fear of infection. According to Adobe, it is anticipated that global e-commerce
sales will increase up to $4.2 trillion this year, with U.S. consumers accounting for close to
one-quarter of that spending. In particular, consumers spent on Global e-commerce sales
reached $876 billion in the first quarter, up 38% year-over-year (Global E-Commerce Sales
To Hit $4.2 Trillion As Online Surge Continues, Adobe Reports, 2021).
- Back to the Vietnam market, According to the latest report, the number
of new users from e commerce platforms in Vietnam has grown by more
than 41%; which is the highest in Southeast Asia. Especially, the Impact of
the COVID-19 pandemic made the buying behavior of Vietnamese
consumers have had certain changes; which was illustrated by the
impressive growth of 18% of Vietnamese E-commerce, which accounted
for 5.5% of total retail sales of consumers goods and services nationwide.
Vietnam is considered to be rapidly becoming the leading "hot piece of
cake" for e-commerce in Southeast Asia (Các sàn thương mại điện tử tại
Việt Nam bước vào thời kỳ ‘vàng son’, 2021).

Moreover, Vietnam recorded up to 5 domestic enterprises that lay in top

10 E-commerce that havethe largest user access in Southeast Asia which
include The Gioi Di Dong, Tiki, Sendo, Bach Hoa Xanh and FPT Shop (Việt
 Nam áp đảo top 10 sàn thương mại điện tử Đông Nam Á, 2021)

- Therefore, E-commerce platforms are considered one of the most potential channels for
our creative product. We had a plan to penetrate this market by uploading Eye-catching
banners about products and running advertisements along with quality imagery on flash
sale days; such as 5/5, 7/7, black Friday,... combination with promotion programs in order
to attract consumers. In Particular, we will issue a 10% discount coupon for each bill on the
last Mondays and Fridays of every month and a 20% discount coupon for big sale days
along with advertising banners will be placed in the outstanding position of the main page
to increase visits and brand awareness then use related advertising features to attract
more sales for the shop. The reason for this is because the current business situation of
Nestle officials at Shopee E commerce is quite good. Therefore, we will not focus too much
on discounts to avoid causing bad habits for customers. As we can see, although they have
only been in the market for 31 months, they have achieved certain successes and
attractiveness with a high rate of shop review at 4.9/5 stars thanks to many positive
feedbacks, 135,2 thousand followers, and various products with 624 items.
 - Overall, Nestle’s product portfolio has a pretty good level of sales performance,
especially with the traditional MILO mainstream product line still remaining in the top
best-selling of sold orders with 337 orders/1 month.
4.4 Public City/Public Relation

4.4.1.The community page

The community page is one of the Influencer groups that influence a large
number of audiences of different ages and industries. In which, the largest
audience is young people, who love entertaining, humorous, and trending
content (advertising Vietnam 2020). According to Statista (2021), More than
two-thirds of responses have followed at least 1 Influencer on social media,
influencer's contents and products are diversified and highly reliable this will be an
easy way for MILO to reach their customers on social networks, increase the brand
awareness and favorable attitudes.
Using humorous content combined with campaign and product information will leave
an indelible impression on viewers, especially young people. Pages like Thỏ bảy màu,
or Ếch ộp is suitable for the PR because of huge numbers of young followers (2 million
and 500k subs) and relevant contents.
4.4.2. Community involvement
In 2019, Vinamilk launched the #trieucayxanh campaign, for each shared hashtag, they will
plant 2 trees, the campaign was a huge success with 270,000 trees in just over 1 month (Kết
thúc chiến dịch online “Triệu cây vươn cao cho Việt Nam xanh”, 2021).

The business case for corporate community involvement has never been stronger. In fact, the
benefits of corporate community involvement are two-fold, providing positive returns to local
charitable organizations and neighborhoods and boosting company performance indicators,
such as reputation and employee engagement (Community Involvement, 2021). For each
person participating in the challenge, Milo will donate 100,000 VND for sports funds: activities
of middle and high schools.
4.4.3. Engage on social media
To get good public realtion It is important to encourage dialogue with your followers, which
can be achieved by posting interesting content, sharing newsworthy stories about your
industry, asking questions and responding to queries (publicrelationssydney 2021 ) during
the campaign, posting the pictures people joining the 21 days challenges on Milo fanpages to
update the campaign progress and encourge others to join.
4.5 Sale Promotion
With a carefully planned loyalty rewards program, you’ll encourage return customers. People
are psychologically more likely to return to something if they feel that they have made
progress toward a goal: This is the endowed progress effect. Some small business owners
push this further by providing customers with “free points” toward their reward, but be
careful not to overdo the perceived progress so as not to undermine or lessen the reward.
(Forbes) When someone makes a purchase, they will see in each milo box a lucky ticket,
maybe a gift, maybe a "good luck next time". As for the gift, shoppers will receive a free milo
box or a jump rope or a sphere, depending on what the claim on the ticket is. In this
campaign, all milo boxes will be attached with a QR code to lead to milo's website. In this
site, users will be able to participate in the game "Special Wheels". This rotation will have
regular parts or challenges, to promote the spirit of sport for everyone. Or there will be 10%
discount code for next time. By this way, we can collect customer data and research our
customers' needs.

5.Budget Determination
Type of marketing August September October Total ( VNĐ) 1. Advertising 1,760,00,0000

Music video: Vending machine: 50,000,000 50,000,000

1,000,000,000 50,000,000 KOLs
KOLs KOLs endorsement:
endorsement: endorsement: 50,000,000 OOH:
50,000,000 50,000,000 OOH: 40,000,000 TVC:
OOH: 40,000,000 40,000,000 TVC: 150,000,000
TVC: 150,000,000 150,000,000

Vending
2. Direct marketing Vending machine:
machine: 150,000,000
E-commerce 300,000,000
:
100,000,000
1,250,000,000
3.
4. Sale
Internet Community Community
promotion
marketin pages: campaign: max
g Thỏ bảy màu: 5,000 participants
SMM: 20,000,000 Ếch ~500,000,000
350,000,000 ộp: Added gifts: 540,000,000
E-commerce 20,000,000 50,000,000
: Added gifts: Discount:
100,000,000 50,000,000 50,000,000
SMM:
5. Public relation/ Discount:
250,000,000 50,000,000
publictity
E-commerce
Added gifts:
:
50,000,000
100,000,000
Discount:
SMM:
50,000,000
350,000,000

6.Evaluate promotional program results/effectiveness

7. Conclusion

In conclusion, this study examines the Milo Promotional Program Situation in-depth
and develops an Integrated Marketing Communication program (IMC) using the media
types listed above. Though each type of media has its own set of advantages and
disadvantages, when they are combined, they may have a significant influence on the
brand.
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